Australian fintech, Limepay has rebranded to April, capturing the startup’s evolution from a payment technology stack to a broader focus on embedded finance services.

April reflects the startup’s ethos to be an ally to its banking and commercial partners. The company’s heritage as one of the first, globally, to offer a white label Buy Now, Pay Later solution serves as a strong foundation for the evolution into enabling clients to bring together disparate customer experiences within payments and lending.

April CEO, Willie Pang confirmed a strategic pivot that aims to capitalise on emerging market opportunities and moves it towards being an enterprise software-as-a-service (SaaS) business. 

“Limepay started off as a bustling startup in 2018 that capitalised on the emerging Buy Now, Pay Later sector by offering an innovative white-labelled solution for brands to leverage. Three years on, we continue to unlock the benefits of pay-in-instalments but see it as just one piece of the bigger embedded finance puzzle,” he said.

“April signifies the turning point in our business in terms of growth and opportunity. With over $31 million in funding and a strong team of experts behind the business, April aims to capitalise on the untapped opportunities within the vast embedded finance sector and scale these opportunities to deliver technology services that enable brands, banks and fintechs to delight their customers.”

In 2021, April launched Stack, a new B2B payments technology that gives Australian businesses a range of ways to pay, including Buy Now, Pay Later. Pang said this is one of many embedded finance services that April will offer brands in 2023 and beyond.

“While we are excited by our new name, our promise to make money movement seamless, and to provide flexible, more secure, and personalised integration into brand ecosystems, stays the same. To this end, April will continue its focus on innovative product development that aims to offer brand-led experiences for customers,” he said.

“Looking further ahead into 2023, April will be focusing on scaling its proprietary software products into a number of global markets and expanding distribution partnerships to accelerate growth. Our ethos has been and always will be to remain brilliant in the background.”